Title | Through Their Eyes |
Agency | Hero |
Campaign | Through Their Eyes |
Advertiser | L'Oréal |
Brand | Maybelline |
Date of First Broadcast/Publication | 2023 / 2 |
Business Sector | Cosmetics, Beauty Products & Perfumes |
Story | Over the past few years, Maybelline New York has had an increasing number of gaming partnerships and events. Their gaming marketing strategy, which also appeals to members of the LGBTQ community, reflects the diverse groups of people that use makeup. Through Their Eyes comes before Maybelline New York's Eyes Up Cup gaming event, an all-woman battle royale. The Through Their Eyes campaign involved a social experiment where two popular male gamers, Joel “JoelBergs” Bergs and Drew “DrewD0g” Warne, played a first-person shooter and used voice modification to make their voices sound female. Almost immediately, the two gamers began to face harassment. Other players told them to shut up and go back to the kitchen, used extremely explicit and objectifying language, and told them they wanted to have sex with them. They also had gamers drop out of online matches or ignore them completely |
Media Type | Branded Content |
Length | |
Advertising Manager | Alexandra Shadbolt |
Advertising Manager | Alana Pozzebon |
Advertising Manager | Adele Courgenay |
Advertising Manager | Liz Odey |
Advertising Manager | Tess Norman |
Advertising Manager | Dawid Zastawnik |
Executive Creative Director | Shane Geffen |
Creative Director | Andrew Woodhead |
Art Director | Charlotte Shearsmith |
Copywriter | Anneliese Sullivan |
Copywriter | Will Fox |
Senior Designer | Aaron Wickers |
Head of Strategy | Tallon Mason-Kane |
Group Business Director | Charlie McDevitt |
National Digital Managing Partner | Tim Evans |
Lead Project Manager | Jenny Pham Manuel |
Producer | Grace Quinn |
Editor | Joel Sharpe |
Online Editior | Adrian Katz |
Production Company | Truce Films |
Director | Jessica Barclay Lawton |
Executive Producer | Elise Trenorden |
Producer | Carla McConnell |
Director of Photography (DOP) | Jesse Gohier-Fleet |
Music / Sound Design | Gusto Studios |
Creative Agency | McCann Worldgroup Australia |